Coca-Cola Doubles Down with New AI-Generated Holiday Ad for 2024

Coca-Cola has released a new holiday advertisement created entirely with generative AI. The spot debuted on Monday, featuring the brand’s iconic delivery trucks. This marks the second consecutive year the beverage giant has employed AI for its major holiday campaign.

The move comes after significant online criticism of last year’s AI-generated holiday ad. According to Reuters, the company is pushing forward, believing both the technology and public perception have evolved.

Craftsmanship and Strategy Shift in New Ad

This year’s ad was produced by the same Los Angeles AI studio, Secret Level. The new commercial focuses solely on animated animals watching the trucks pass by. A Santa Claus figure appears only at the end.

The company states this year’s visual quality is vastly improved. They chose an animal-centric theme to leverage new AI capabilities for expressive, anthropomorphic characters.

Navigating Backlash and Industry Transformation

Coca-Cola is undergoing a major marketing transformation with AI at its core. An executive acknowledged last year’s backlash from parts of the creative industry. The company views this as a necessary part of pioneering new advertising methods.

The long-term impact on advertising budgets and creative jobs remains a key industry question. Coca-Cola denies it will spend less overall but acknowledges AI creates new efficiencies.

The release of this high-profile AI ad acts as a major test for synthetic media’s acceptance in traditional marketing spaces. The Coca-Cola AI holiday ad could signal a new normal for how major brands connect with consumers during the most sentimental time of the year.

Thought you’d like to know

What is different about the 2024 Coca-Cola AI ad?

This year’s ad features only AI-generated animals, not human characters. The visual quality is reported to be significantly better. The final Santa image was generated from the company’s own historical artwork.

Who made the new AI commercial?

The advertisement was created by Secret Level, an AI studio based in Los Angeles. This is the same studio that produced Coca-Cola’s controversial AI holiday ad in 2023.

Why is Coca-Cola using AI for its holiday ads?

The company states it is undergoing a major marketing transformation. It sees AI as a pioneering tool for creating engaging content. Executives believe it allows for new creative possibilities at a larger scale.

How did people react to last year’s AI ad?

The 2023 ad faced significant criticism online, particularly from artists and creatives. Concerns were raised about the ethics of AI replacing human jobs and the initial ad’s visual craftsmanship.

Will AI reduce Coca-Cola’s advertising budget?

While AI can create efficiencies, the company denies it plans to reduce its overall advertising spend. The long-term financial impact of AI on the broader advertising industry is still being assessed.